Papers by Pichakoon Auttawechasakoon
Asia Pacific Journal of Academic Research in Business Administration , 2022
This study explores the relationship between content marketing, electronic promotion (E-Promotion... more This study explores the relationship between content marketing, electronic promotion (E-Promotion), electronic word of mouth (E-WOM), and intentions to book hotel rooms in Thailand. The online questionnaires of 212 were employed for the quantitative research through convenience sampling. The complete collected data were analysed using the PLS-SEM program for hypothesis testing. The results reveal that content marketing significantly influences E-WOM and intentions to book hotel rooms. E-WOM is a significant mediator between content marketing, E-Promotion, and intentions to book hotel rooms. Moreover, E-Promotion can predict E-WOM better than content marketing. Hotel owners, hotel managers, and marketers should consider content marketing, E-Promotion, and E-WOM to improve individuals' intentions to book hotel rooms. The implication could be applied to online marketing companies and businesses to increase customer loyalty. The recommendation is to expand more sampling to other countries to understand the relationship better. Also, a qualitative study could give more insight to explain the relationship results.
Psychology and Education Journal, 2022
This study examines the relationship between website quality, university image, electronic word-o... more This study examines the relationship between website quality, university image, electronic word-of-mouth (e-WOM) and intention to follow the university's website in Thailand. The online questionnaires of 214 were employed for the quantitative study through convenience sampling. The complete collected data were analysed using the PLS-SEM program for hypothesis testing. The results show that website quality significantly impacts the university's image and turns it into the intention to follow the university's website. University image significantly influences e-WOM and turns it into the intention to follow the university's website. The implication could be applied to explain the relationship between website quality, brand image, e-WOM and intention to follow the website of companies or organisations in any sector. The recommendation is to expand more sampling to other countries to understand the relationship. Also, qualitative research could give insight results for further study.
Journal of Management Information and Decision Sciences, 2022
This study identifies the determinant factors of hotels' customer loyalty during the COVID-19 pan... more This study identifies the determinant factors of hotels' customer loyalty during the COVID-19 pandemic in Thailand. The determinants comprise prices, facilities, services and mediating effect of customer satisfaction. The self-administered online survey was distributed through convenience sampling from 220 hotel customers in Thailand. The data were analyzed using PLS-SEM for hypothesis testing. The results reveal that prices, facilities and services significantly influence customer satisfaction and turn it into customer loyalty. Services have the highest predictive power over facilities and prices on customer satisfaction and indirectly influence customer loyalty. Only services have a direct influence on customer loyalty. The implication could be applied to any service company to improve customer satisfaction with services, prices and facilities to enhance customer loyalty. The recommendation is to increase sampling to cover more areas to explain the relationship phenomenon better. The researchers should consider more variables in quantitative research. This study employed quantitative research and may not cover insight results. Further qualitative study, such as interviews and focus groups, is also recommended.
Psychology and Education Journal , 2022
This qualitative study adopted the theory of planned behaviour (TPB) model to explain intentions ... more This qualitative study adopted the theory of planned behaviour (TPB) model to explain intentions to buy organic food among Thai people. The TPB model factors of organic food buying intention included attitude, subjective norm, and perceived behavioural control. This research gathered data using interviews among six respondents using valid sources to develop the interview questions. The content analysis was employed and interpreted using the NVivo program, Trial Version. The empirical findings show the impact of the TPB model on intentions to buy organic food among Thai people. It revealed that respondents perceived organic food benefits health and the environment. Organic food is reasonable to buy, even if a higher price than traditional food. Subjective norm influences intentions to buy because of the recommendation of their family, relatives, and friends. However, perceived behavioural control is the influence on the individual to buy organic food. The recommendation for further study is to expand more sampling. Moreover, the quantitative study could give more explanation in general in Thailand.
Central Asian Journal of Innovations in Tourism Management and Finance, 2022
This study explains the determinant factors during the COVID-19 pandemic at Ao Nang, Krabi in Tha... more This study explains the determinant factors during the COVID-19 pandemic at Ao Nang, Krabi in Thailand. A purposive sampling of eight hostel customers in Ao Nang, Krabi in Thailand, was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. The results reveal that the determinant factors (prices, facilities, and services) are related to satisfaction, and satisfaction affects hostel customers' e-WOM. Hostel customers perceived prices as the highest essential factor, followed by facilities and services. Business owners, hostel managers, and marketers should consider these determinants because these factors are related to customer satisfaction, which influences e-WOM communication and customers' behavioural intentions. The implication could be applied to all service sectors to find the appropriate strategies to attract their customers. The recommendation is to consider a quantitative study in a large sample for further research. The results could give a more explanation in general.
Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 2022
Innovation is the process of creating and marketing something new. Thus, an important and benefic... more Innovation is the process of creating and marketing something new. Thus, an important and beneficial way to create the innovations is the management innovation and technological innovation to create a working innovation climate. In general, organisational performance is the outcome of management innovation, technological innovation and innovation climate. Thus, the relationship between innovations (management, technology, climate innovation) and organisational performance is essential to research. This study reviewed the conceptual model of the relationship between management innovation, technological innovation, innovation climate and organisational performance. This research identifies the link between measurements regarding their efforts to increase organisational performance during the technological transformation era. The theoretical framework is shown in this review article.
Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 2022
This study examines the mediating effect of job satisfaction between the relationship of ethical ... more This study examines the mediating effect of job satisfaction between the relationship of ethical change management and organisational performance in Thailand. The online survey was distributed through convenience sampling for seven-sector employees. The data were analysed using SPSS Version 27 and ADANCO 2.3 for hypothesis testing. The results reveal that job satisfaction is a significant mediator between the ethical change management model and organisational performance. Moreover, ethical change management can explain job satisfaction better than organisational performance. However, the assumption confirmed the mediating role of job satisfaction. Entrepreneurs, managers and strategic planners should pay attention to ethical change management. The implications could be applied to ethical change management in any sector because it relates to job satisfaction and improves organisational performance. The recommendation is to expand more sampling into several sectors. Also, a qualitative study could explain the importance of ethical change management in the relationship of organisational performance through the mediator role of job satisfaction.
Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 2022
This study identifies the essentials of the health belief model affecting behavioural changes amo... more This study identifies the essentials of the health belief model affecting behavioural changes among healthcare staff of the Department of Public Health and Environment, Khlong Phon Subdistrict Municipality, Khlong Thom, Krabi, Thailand. The qualitative approach was employed in in-depth interviews with six respondents. The data was analysed using content analysis and NVIVO software for interpretation. The results reveal that the health belief model comprising perceived susceptibility and perceived severity can explain behavioural changes among healthcare staff of the Department of Public Health and Environment, Khlong Phon Subdistrict Municipality, Khlong Thom, Krabi, Thailand. Perceived susceptibility is related to regularly following the updated COVID-19 news and the risk of contracting COVID-19 at work and elsewhere. Perceived severity is an association with the perceptions of COVID-19 severity and the impacts of COVID-19 on lives, their family members' safety, and income. It also reveals that perceived susceptibility and perceived severity influence individuals' behavioural changes. Moreover, perceived COVID-19 vaccination and preventive COVID-19 protocols are necessary to recover from the pandemic in Thailand. The implication could be applied to any sector to enhance behavioural changes among Thai people and other citizens worldwide. The recommendation is to consider a quantitative study in a large sample for further research.
Asia-Pacific Review of Research in Education, 2022
This study identifies the relationship between COVID-19 perceptions, COVID-19 worries and behavio... more This study identifies the relationship between COVID-19 perceptions, COVID-19 worries and behavioural changes among the students of Ammartpanichnukul School in Krabi, Thailand. The online survey questionnaires of 392 secondary school students were employed for the quantitative study through stratified random sampling. The collected data were analysed using SPSS Version 27 and the PLS-SEM program. The results show that COVID-19 perceptions are related to COVID-19 worries and behavioural changes. Moreover, COVID-19 worries significantly mediate COVID-19 perceptions and behavioural changes among students. The school administrators and teachers should encourage students' perceptions of COVID-19 knowledge and preventive protocols to manage COVID-19 worries. Finally, students' behavioural changes will incur to prevent them far from the COVID-19 pandemic in the school. The recommendation is to expand more sampling in other schools because COVID-19 perceptions are related to COVID-19 worries and the outcome of students' behavioural changes.
International Journal of Trend in Scientific Research and Development (IJTSRD), 2022
This study aims to explain the essence of ethical change management affecting teacher satisfactio... more This study aims to explain the essence of ethical change management affecting teacher satisfaction and school performance. A purposive sampling of six teachers from three schools in Krabi, Thailand, was selected. The data were analysed using content analysis and the NVIVO software program. The results show that the schools face ethical issues, such as assessment methods and ethical dilemmas. Human resource management (HRM) in school is needed to coordinate ethical culture and ethical change with teachers in the best possible way. School's success depends on its change management capacity to an ethical culture. School leaders should try best management practices. Analysis alone, however, cannot guarantee the success of a transition process in the school. Ethical change management could help school administrators understand ethical decisions and the relationship between HRM, ethics, goal, teacher satisfaction, and school performance outcomes. Human resource analysis includes SWOT analysis, mission-vision, strategies, and ethical culture goals related to enhancing ethical change management, teacher satisfaction and school performance. Ethical change management will improve teacher satisfaction and turn it into good performance. The implication could help all organisations to increase ethical culture and develop employee satisfaction and organisational performance in any sector.
Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 2022
This study examines the mediating effect of customer satisfaction between gamification and custom... more This study examines the mediating effect of customer satisfaction between gamification and customers' repurchase intention on e-commerce in Thailand. The online self-administered questionnaires were distrusted through convenience sampling from 392 completed data collections. The results reveal that customer satisfaction is the significant mediator between gamification and customers' repurchase intention on e-commerce in Thailand. The ecommerce platform providers should pay attention to gamification because it is a significant factor in customer satisfaction and turn it into customers' repurchase intention via e-commerce platforms. The implication is practical to the online shopping marketplace and e-commerce to enhance customer satisfaction through gamification. Consequently, repurchase intention could be increased. The recommendation is to expand to other countries to clarify the relationship between gamification, customer satisfaction and customers' repurchase intention on e-commerce. Moreover, the qualitative approach could give a clearer view of insight results for further study.
Review of Advanced Multidisciplinary Sciences, Engineering & Innovation, 2022
Telemedicine or telehealth technology is the practice of providing health care and exchanging hea... more Telemedicine or telehealth technology is the practice of providing health care and exchanging health-related data across geographical boundaries. It is not a new or unique field of medicine. Telemedicine episodes can be classified by the following characteristics: (1) the nature of the interactions between patients and experts (live or prerecorded); and (2) the type of information transmitted (e.g. text, audio, video). By contrast, most telemedicine is now practised in developed countries. Additionally, interest in telemedicine is growing in developing countries as the public becomes more adept at utilising novel technologies in daily life. Evolving health care applications are reshaping when, where, and how patients and physicians interact. Thus, this review article aims to discuss the usage of telemedicine or telehealth technology for consultations between healthcare providers and patients during the COVID-19 pandemic.
International Journal on Integrated Education, 2022
This study aims to explain the influence of the marketing mix (4Cs) on the decision to be an onli... more This study aims to explain the influence of the marketing mix (4Cs) on the decision to be an online master's degree student in Thai people. A purposive sampling of Thai six online master's degree students from three universities was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. The results show that the 4Cs-marketing mix (communication, cost, convenience, and customer or student centre) is related to the decision to be an online master's degree student at a university in Thailand. Online master's degree students perceived cost as the highest essential factor, followed by convenience, communication, and customer (student) centre. Educators and program directors should consider marketing mix (4Cs) because these factors influence the decision to be an online master's degree student in this qualitative research. The implication could help all service sectors find the appropriate marketing mix or customer relationship management (4Cs) for their customers because it influences behavioural intention or decisions among consumers.
International Journal of Trend in Scientific Research and Development, 2022
This study aims to explain the essence of ethical change management affecting teacher satisfactio... more This study aims to explain the essence of ethical change management affecting teacher satisfaction and school performance. A purposive sampling of six teachers from three schools in Krabi, Thailand, was selected. The data were analysed using content analysis and the NVIVO software program. The results show that the schools face ethical issues, such as assessment methods and ethical dilemmas. Human resource management (HRM) in school is needed to coordinate ethical culture and ethical change with teachers in the best possible way. School's success depends on its change management capacity to an ethical culture. School leaders should try best management practices. Analysis alone, however, cannot guarantee the success of a transition process in the school. Ethical change management could help school administrators understand ethical decisions and the relationship between HRM, ethics, goal, teacher satisfaction, and school performance outcomes. Human resource analysis includes SWOT analysis, mission-vision, strategies, and ethical culture goals related to enhancing ethical change management, teacher satisfaction and school performance. Ethical change management will improve teacher satisfaction and turn it into good performance. The implication could help all organisations to increase ethical culture and develop employee satisfaction and organisational performance in any sector.
Asia-Pacific Review of Research in Education, 2022
This study identifies the relationship between COVID-19 perceptions, COVID-19 worries and behavio... more This study identifies the relationship between COVID-19 perceptions, COVID-19 worries and behavioural changes among the students of Ammartpanichnukul School in Krabi, Thailand. The online survey questionnaires of 392 secondary school students were employed for the quantitative study through stratified random sampling. The collected data were analysed using SPSS Version 27 and the PLS-SEM program. The results show that COVID-19 perceptions are related to COVID-19 worries and behavioural changes. Moreover, COVID-19 worries significantly mediate COVID-19 perceptions and behavioural changes among students. The school administrators and teachers should encourage students' perceptions of COVID-19 knowledge and preventive protocols to manage COVID-19 worries. Finally, students' behavioural changes will incur to prevent them far from the COVID-19 pandemic in the school. The recommendation is to expand more sampling in other schools because COVID-19 perceptions are related to COVID-19 worries and the outcome of students' behavioural changes.
Asia-Pacific Review of Research in Education, 2022
This study investigates the relationship between factors of UTAUT, users' satisfaction and Englis... more This study investigates the relationship between factors of UTAUT, users' satisfaction and English learning intention via Netflix (English Subtitle) among Thai people. The online questionnaires of 389 Netflix (English Subtitle) users were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that factors of UTAUT include performance expectancy, effort expectancy, social influence and facilitating conditions. Users' satisfaction is the mediator between performance expectancy, effort expectancy, facilitating conditions and English learning intention via Netflix (English Subtitle). Moreover, facilitating conditions are the highest influencing factor of users' satisfaction, followed by effort expectancy and performance expectancy, respectively. The English programme directors and marketers should consider UTAUT model adoption in the English educational management because it is related to users' satisfaction and the outcome of English learning intention via Netflix (English Subtitle). The recommendation is to expand more sampling in other countries because learning English could increase happiness and effectiveness for students and all generations via Netflix.
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Papers by Pichakoon Auttawechasakoon